
Ramirent Norway
Delivery
Technology
P5 Hits stands as a prominent radio station within the P4 Group, a subsidiary of the renowned ViaPlay Group. Every day, millions engage with their diverse streaming services, TV channels, and radio stations, making them a dominant force in the media landscape.
Dedicated to excellence, the company consistently delivers top-tier hits, programs, and shows, ensuring an unparalleled listening experience. While the P4 Group's primary mission is to captivate and entertain its vast audience, they remain deeply committed to responsible business practices. This commitment extends to fostering collaborative and accountable relationships with listeners, partners, and their dedicated team.
The P4 Group's impressive portfolio encompasses P4 Radio Hele Norge, P5 Hits, P6 Rock, P7 Klem, P8 Pop, P9 Retro, P10 Country, NRJ Norge, and the digital-forward web radio channel, P11 Bandit.
P5 Hits aimed to elevate the visibility of their daily morning show, "Frokostshowet". Their ambition was not just to remind their existing audience, but also to captivate new listeners. To achieve this, they sought to harness the power of social media advertising, guiding potential listeners to a comprehensive landing page. This page not only provided details about the show but also facilitated direct streaming of P5 Hits and encouraged app installation.
To effectively tap into their desired demographic, a dual-platform approach was adopted, leveraging both Facebook and Snapchat. Facebook, with its vast reach of 4.8 million users in Norway across its main platform and Instagram, offered extensive visibility. Snapchat, known for its younger user base, was strategically chosen to cater to this demographic. Moreover, Snapchat's Unskippable Ads feature was utilized to ensure maximum brand recognition and engagement.
P5's advertising strategy employed three distinct video lengths: 20, 10, and 6 seconds. These variations were crafted not only to determine the optimal video duration for the P5 audience but also to leverage retargeting capabilities with shorter video snippets. The 6-second constraint of Snapchat's Unskippable ads further influenced the decision to create multiple versions.
Given that the P5 Hits show boasts a dynamic and engaging host, it was imperative that the ad mirrored this energy. Each ad was designed with a compelling hook—be it a facial expression, sound effect, text, or speech—to captivate viewers and halt their scroll.
It's worth noting that the shorter videos were exclusively presented to users who had previously engaged with the 20-second ad. This longer ad was introduced to a fresh audience, with only age and location as defining parameters (Open Broad Targeting).
The general audience, exposed solely to the 20-second video, viewed a smaller portion of it, with fewer completing the video. In contrast, retargeted ads garnered superior engagement, boasting video completion rates of 38% for the 10-second clip and 48% for the 6-second variant. Retargeting, as a strategy, significantly enhances video engagement, viewing duration, and frequency—critical metrics for brand awareness campaigns.
While the cost per ThruPlay (viewing the video to completion or at least for 15 seconds) was higher for the shorter videos due to audience selection, the data suggests a harmonious trade-off between the elevated ThruPlay cost and enhanced completion rates. In essence, while shorter ads come at a premium, they excel in driving the primary objective: complete video views.
To bolster the campaign's long-term results, TRY plans to initiate tests encompassing diverse visual elements, promotional offers, and content tailored for the retargeting audience. Enhancing the reliability of test outcomes and deriving actionable insights will involve juxtaposing the efficacy of varied visual content within identical audience segments.
TTRY orchestrated the campaign using three distinct audience targeting strategies:
This structure aimed to pinpoint and engage users most likely to resonate with P5 Hits content, thereby amplifying brand recognition. The campaign amassed over 3 million impressions across Facebook and Instagram, reaching an impressive 620,000 users. Notably:
On Snapchat, TRY employed both Unskippable and Single Video ads. The campaign involved iterative testing of targeting parameters, optimization settings, and ad formats to optimize message delivery. Key outcomes include:
Snapchat's unique non-skippable ad feature undeniably bolstered user engagement and brand visibility.
The P5 Hits campaign adeptly engaged audiences, achieving optimal frequency and bolstering brand recognition. Key metrics include:
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